Direct Marketing Manager (Lotteries) - Coastguard New Zealand - Auckland

  • 16 November 2022

Direct Marketing Manager (Lotteries) - Coastguard New Zealand - Auckland


  • Full time position
  • Auckland location
  • Salay between $75,000 - $85,000


Through leadership and innovation Coastguard New Zealand are the ‘go to’ people for marine safety, education, and search and rescue services. Summed up as “Saving Lives at Sea”. The backbone of Coastguard is its 2,000+ dedicated volunteers around the country who give their precious time, often at a moment’s notice, to crew our vessels and aircraft and effect rescue operations up and down our coasts and on our major waterways. We are entering a new and exciting phase, and on offer is a unique role as a valued employee of Coastguard.



The Direct Marketing Manager (Lotteries) is a member of the Fundraising Team with responsibility for managing the day-to-day marketing and operations of the Coastguard Lottery. Manage and help develop Coastguard’s annual lottery programme. Manage internal and external relationships including with specialist lottery suppliers. Lottery product management Work with suppliers, partners and independently to:

  • Manage a busy campaign calendar of lotteries
  • Work with the Fundraising Manager and the Head of Fundraising to create the annual lottery budget
  • Source prizes and create lottery offers
  • Apply for the appropriate DIA licences and respond to DIA enquiries
  • Develop and maintain knowledge of the Gambling Act and gaming rules for classes of gambling relevant to the Coastguard Lotteries
  • Arrange and oversee lottery prize draws that comply with relevant legislation and gaming rules
  • Contact prize winners and manage the prize claim process, identifying opportunities for PR around prize winners and prize handovers
  • Manage lottery audits and internal and external reporting requirements
  • Participate in advocacy work



  • Write marketing plans and execute marketing initiatives
  • Manage relationships and campaigns with external agencies to acquire new supporters and leads, for example digital advertising, telemarketing and face to face sales
  • Retain, up- and cross-sell to existing supporters using a mix of channels, tactics and products
  • Create campaigns to grow membership of loyalty programmes such as the AutoBuyer and Founders groups
  • Identify audiences and create data briefs for database extracts
  • Write promotional material including direct mail packs, emails, websites, tickets, flyers, adverts, social media posts
  • Manage the design of assets including approvals process
  • Manage print production and mailing schedules
  • Monitor ticket sales and respond to opportunities and sales performance during lotteries
  • Maintain and extend brand portfolio including the Summer and Winter lotteries and the Captain’s Club
  • Project manage Coastguard volunteer sales support initiatives including the logistics of faceto-face ticket sales, point of sale material and communications during the high-profile Coastguard Summer Lottery
  • When required, manage the Digital Marketing Coordinator and other comms or volunteer roles related to the Coastguard Lottery


Customer service

  • Liaise with internal and external teams to ensure high standards and regulatory compliance for supporter management, issuing of tickets and donation receipts and order data capture
  • Brief customer service teams and work with team members to resolve supporter queries
  • Conduct research to identify opportunities for meeting our supporters’ needs and improving lottery programmes and services


Reporting and analytics

  • Produce regular reports on lottery performance and recommend strategies and tactics to increase net income
  • Work to enhance and improve insights such as source of sales, lifetime value and ROI for onand offline marketing initiatives
  • Ensure lottery audits are completed on time in conjunction with Finance Team and external lottery providers


Team work

  • Participate and work co-operatively as a member of the Fundraising Team, and the wider Coastguard team when required
  •  Assist others to problem solve and meet their performance objectives
  •  Be involved in projects and/or project management as requested by the CEO or Head of Fundraising, in order to assist in the smooth operation of the Fundraising Team 


Desired skills and experience

  •  Tertiary qualification in marketing or fundraising
  • Staff and volunteer management
  • Experience working for or volunteering for a non-profit preferred
  •  At least three years’ direct marketing experience
  •  Project management
  •  Budgeting
  • Copywriting
  •  Print and mailing management
  •  Experience in the gambling industry preferred
  • Office 365 proficiency
  •  Knowledge of fundraising best practices
  •  Connected to FINZ (Fundraising Institute of New Zealand) 



We are seeking someone with direct marketing experience and preferably in a hands-on fundraising team. To be successful in this role, you’ll be able to tick the following:

  • Direct marketing project management experience both in briefing and managing agencies and creating campaigns yourself, in-house.
  • Commercial flair and the ability to create engaging and motivating lottery products, acquire, retain and develop supporters, and deliver a great supporter experience that aligns with the team’s wider strategy
  • Analytical and an eye for detail with the ability to understand data and make data-driven decisions
  • An understanding of stewardship and supporter journeys
  • Team player who collaborates genuinely with others to get things done
  • A knack for planning and organising multiple projects simultaneously
  • Self-reliant and confident operating independently
  • Experience working in the NFP sector will be useful


If you’re excited by Coastguard's mission, and can demonstrate the requirements of the role, we welcome your application. Please include your CV, plus a short cover letter stating why you would be great for this job, and your reasons for applying to: 

Nick King-


Applications close 1pm, Thursday, December 1st 2022. 



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